EMEA > Mobile

Ads Get into Apps, In-App Ads Get to the Top

It probably wouldn’t be an exaggeration to say that the modern user is almost 100% mobile, regarding both private time and work routine. Due to the fast pace of our lives, dynamics have already converted mobile into one of the key factors in development, no matter which industry is being discussed. Advertising is, obviously, even more affected by new mobility trends, which is perhaps why mobile ads in general, and in-app ads in particular, have recently become the new hit worldwide.

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Damian Scragg, Managing Director for Evidon UK discusses the ePrivacy Directive, what impact the European initiative will have on the APAC region and what’s in store for mobile privacy.

Evidon’s ad and site notice is now available in 40 countries and 39 local languages. What has been key to this growth? What is differentiating Evidon in all these markets? Or is a lot of this driven by global deals?

Enhanced notice on websites is becoming the commercial standard globally. This was first driven by our global clients, who wanted to comply with self-regulatory standards in the US and the ePrivacy Directive here in Europe. However, increasingly, web publishers and brands are beginning to see this as a clear best practice everywhere, including in markets where the standard has not become a requirement.

Working with the largest publishers and brands has certainly helped us to engage in these conversations on a global level, but we’ve also invested heavily in local markets to help us understand, and where possible, help shape what is required. There is no single solution that works across markets, even within Europe, as we’ve seen vividly this year.

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Originally reported by Adzine

Sixteen and a half million Germans play online games, according to the Federal Association of Interactive Entertainment Software (BIU), so it’s no surprise the industry’s biggest trade fair, gamescom, is in Cologne this year. (It started on Wednesday and is continuing through the weekend.) After double-digit growth rates in recent years, rates continue to escalate for free online games, which have now become established, financially strong and hungry for new users. This growth as given rise to three new companies: NEODAU, Traffic Captain and HitFox.

The market is still highly dynamic, even if the initial social games euphoria has subsided somewhat. According to the Facebook, social games reach 235 million people every month. The number of Daily Active Users (DAU) has reached 167 million (Source: AppStats), of which 51 million are on the market leader Zynga, followed by King.com, with 10.6 million players. Wooga from Berlin is currently at 7.2 million DAU.

€ 2.50 Per Registered Player

The operators of browser- or client-games, such as Gameforge, InnoGames, Bigpoint, upjers, Travian or Frogster also managed an impressive sum for fresh players. The annual budgets for major publishers are moving in the millions, and following an upward trend. “In the free-to-play segment there have been extremely high growth rates over the past three to four years. At the same time the increase in prices for new users have now approximately doubled in Germany, Austria and Switzerland,” said Stefan Hinz, Managing Director of gaming network NEODAU. Where a new user was previously 80 cents, today it can cost up to €2.50 to lure a player in desirable markets like Germany.

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Dutch Response to Cookie Regulation

Netherlands Unprepared in the Wake of “Fast” Cookiewet Implementation

Webwereld.nl
by: Andreas Udo de Haes

Despite years of wrangling and preparation, almost no Dutch site meets cookiewet (cookie regulation) guidelines since they were put into effect.

As of last week, the cookiewet force requires that sites extract from visitors explicit consent for the transfer of tracking cookies. There should also be clear information provided on why cookies are needed.

Deadline ignored

A tour of sites along Webwereld and other publishers shows that almost nobody complies with the law. This does not mean they are ignoring the rules, because most are, in their own words, “fully engaged” in compliance. But last week’s deadline came apparently so rapidly or unexpectedly that almost nobody is compliant. Ironically, this is also the case with many government sites and sites of various political parties.

Of the big sites and publishers, only De Telegraaf has taken concrete action, with a banner at the top of the site, which links to Information. Here, however, no permission asked, and therefore still doesn’t comply with the law, admits Marc Roos, Director of Digital Media Telegraaf Netherlands.

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